An Analysis and Assessment of Customer Satisfaction with Service Quality in Insurance Industry in Ghana

Abstract: This masters’ thesis sought to assess and analyse customer satisfaction with service quality in the insurance industry of Ghana. Specifically, it examined the determinants of satisfaction and the effects of customer satisfaction on behavioural intentions of consumers in Ghana’s insurance industry (GII), as well as the influence of background data on the relationship between satisfaction and behaviour intention.
The study was a cross-sectional survey that used self-administered structured questionnaire to the target population of customers of insurance companies in Ghana. Out of the one thousand and one hundred questionnaire administered, one thousand and fifty-one usable questionnaire were obtained constituting 87.6% for analysis. Structural Equation Modelling (SEM) approach was used to analyse and test relationships among variables.
The study found that Reliability and Responsiveness are Functional quality dimensions that were found to have significant impact on customer satisfaction in GII. Again, Technical quality, Price, and image quality were found to be factors that do not significantly affect customer satisfaction determination in GII. Moreover, customer satisfaction was found to have significant and positive impact on behaviour intentions such as likelihood to recommend, switching intention and repurchase intention. Furthermore, demographic characteristics such as gender, age, education, and income levels were found to have no significantly impact on the relationship between customer satisfaction and behaviour intentions.
The implications of the study to management and theory are discussed and recommendations for future research have been made. The limitations of the study are also noted.